If you have an e-commerce website, finding ways to reduce shopping cart abandonment is so important! Imagine if every single person that made it to the point of purchase actually followed through and bought your product. The amount of extra money that your site would be bringing in would be huge, not to mention the benefits that could reap for your business. As you’re reading this article, I can only assume that you are having problems with cart abandonment and trust me, you’re not alone. With the average cart abandonment rate being a massive 68%, it is an issue that many businesses struggle with. Which is why we wanted to bring you 10 ways to reduce your shopping cart abandonment.
So, without further ado, let’s tackle this problem together!
What Causes Shopping Cart Abandonment?
Before we look at solutions to this problem, we need to understand why people abandon their shopping carts. Although every audience segment is different, consumers do have similar buying habits. In turn, this means that their reasons for abandoning shopping carts are similar too. A study conducted by Statista found these consumer frustrations are common reasons for cart abandonment;
- 56% abandoned carts because of an unexpected cost
- 36% found a better price through shopping comparison
- 25% left because it was difficult to navigate at checkout
- 21% felt the process took too long
- 17% we worried about the security of the website
These are just some of the many reasons shopping cart abandonment occurs. However, these stats give a great indication to what we need to do to stop customers from walking away. Which means we’re ready to get into the 10 ways to reduce shopping cart abandonment.
Make the Buying Process Trustworthy
When a customer purchases a product from your e-commerce site, they are putting a lot of faith into your business. They have to give over personal information such as; name, address and card details. For this reason, your website needs to be secure so your customers trust your website. This is becoming more and more important, especially as there was over $900 million reported in fraud loss in 2017.
The best way to make your potential customers trust your website is to have a valid SSL certificate. The SSL certificate means that there is a secure connection between a web server and a browser. To me and you, that means no one can steal our card details if we are on a site with a valid SSL certificate. But how do you know if a website has a valid SSL certificate? Well, it is represented by a small padlock next to the https in a website URL. To clarify, we’ve provided a picture of our URL below.
It’s also a good idea to show symbols that people trust on your website. Things such as; MasterCard SecureCode, Verified by Visa and PayPal Verified.
Avoid Unexpected Costs
Another reason shopping cart abandonment occurs is due to an unexpected cost. Usually, the unexpected costs that people come across when they get to check out are the shipping cost. For this reason, I would suggest having the cost of shipping visible from the very beginning of the buyer’s journey. Think about it, you could keep a $30 shipping charge hidden until the customer gets to check out, then they abandon the purchase because they either don’t want to pay that much shipping, or they feel deceived that it was kept from them in the first place. Be honest and transparent from the beginning, maybe even think about offering free shipping for orders over certain value!
Cart Abandonment Emails
If someone abandons their cart at the checkout, it’s more than likely that they have input their email address to sign up and sign in. As they have shown an interest in your business, you are entitled to email them for marketing purposes. This is where your cart abandonment emails come into play. It’s good practice to have an automated response to tell the potential customer that they have left items in their cart. Then follow this up with 1 or 2 emails over the next couple of days with a call-to-action directing them to your website. This helps to give the potential customer a little reminder that you are still there, increasing the chance of gaining that all-important sale.
If they don’t complete the purchase, why not throw them a discount for the order? 80% of a sale is better than 100% of no sale… Anyway, onto the next tip.
Don’t Always Rely on Automated Emails
It’s easy to spend hours making the perfect shopping cart abandonment email campaign, but don’t forget the power of a personal interaction. If you have received a notification telling you that a cart has been abandoned, send an email from your personal business email to offer your help. The customer may have had a problem or question that they couldn’t find the answer too so they left. Say, for example, they had a discount code that didn’t work, or they were unsure if they were ordering the correct version of a product. If you can sort out the problem the customer was having first hand, the potential customer may return to complete the order.
Include a Guest Checkout Option
If you force a potential customer to create an account before making a purchase, they may feel like the process is taking forever…
Can you remember the stat from the beginning of this post about consumers not purchasing products because the process took too long?
Well, giving the option of a guest checkout can speed up the process. You can still gain all the information you need at the shipping stage so don’t worry. Following this, you can give customers the option to save their information for future orders, speeding up the process, even more, the second time around.
Use Google Analytics
Analysing data to understand your target audience is fundamental to your business’ success. Honestly, I could repeat that sentence 500 times and it still wouldn’t be enough! To understand your audience, you need to know what they are doing when on your site. In the case of cart abandonment, you need to know exactly when users are leaving your site. This way, you know where you need to make improvements.
In Google Analytics, the name given to this is a; Users Flow Report. So, rather than having a stab in the dark at when people are leaving your site, you can analyse your User Flow in the audience section of your Google Analytics account. Unfortunately, explaining how to analyse Users Flow isn’t a 5-minute job, so we’ll have to cover that in a detailed blog in the future. For now, let’s move onto tip number 7.
Make Your Site Easy to Navigate
Your website should have a simple structure to make it easy to navigate. We’ve already covered site structure in a previous, post so it may be worth taking a look to see if your website is structured correctly. In terms of shopping cart abandonment, you need to make the purchase process as quick and simple as possible. You can achieve this by having a simple purchase structure that’s easy to navigate. As the more clicks a potential customer needs to do before purchasing a product, the more likely they will abandon the shopping cart. For this reason, we suggest keeping the clicks as low as possible. For example;
Add Social Proof
The last thing that any of us want to happen is to buy a product and be disappointed by it. For this reason, people often find themselves sitting on the fence about whether to purchase products or not. What we mean when we say ‘social proof’ is showing evidence that someone has purchased your product and they were happy with it. The easiest way in which you can achieve this is to include customer reviews about your products or services, maybe even a star rating system. This way, you know that your potential customers will have faith in your business and products. If you have positive reviews, those alone may be enough to convince people to purchase your product.
That’s it for our post on shopping cart abandonment. Apply these tips to your website and you should see your cart abandonment rate decrease in no time!